Overhead Door — Google Ads Account Optimization

Overview

During a March 2026 account audit, Mark Hope performed a comprehensive overhaul of Overhead Door's Google Ads account. The account had been in poor shape — broken tracking, misconfigured bidding, weak ad structure, and no negative keyword list. These changes were made alongside an ongoing ^[1] LSA verification issue that continues to restrict the account from running ads for high-intent local service terms.

See also: ^[2]

Problems Found

• Broken landing page: The destination URL on the search campaign was returning a 404 error. The campaign and page had both gone stale while the campaign was paused.
• Wrong conversion actions: "Join Our Team" (a careers page click) was set as a primary conversion, polluting optimization signals.
• Conversion value set to $1: With "Maximize for Conversions" bidding, a $1 conversion value tells Google a lead is worth almost nothing — suppressing impressions and spend.
• No negative keywords: The account had zero negative search terms, allowing irrelevant traffic to consume budget.
• Mobile overbidding: Mobile conversions were significantly lower than desktop, but bids were equal across devices.
• Thin ad group structure: A single ad group covered all intent types, limiting relevance and Quality Score.
• Weak ad copy: RSAs were rated "Average" strength due to insufficient headline and description variety.
• Duplicate/weak sitelinks: Seven sitelinks were redundant or not conversion-focused.

Changes Made

Tracking & Conversion Setup

• Fixed the broken landing page (404) by updating the destination URL.
• Removed "Join Our Team" as a primary conversion action.
• Set conversion value to $150, derived from:
• Average job value: ~$1,500
• Estimated close rate on leads: ~10%
• Therefore: 1 lead ≈ $150 in value

This matters because "Maximize for Conversions" requires a meaningful conversion value to bid intelligently. A $1 value effectively tells Google not to spend anything.

Bidding Strategy

• Switched bidding strategy to Maximize for Conversions (previously set to optimize for conversions with no valid conversion data, rendering it inert).

Negative Keywords

• Added 44 negative keywords to filter irrelevant search queries and reduce wasted spend.

Device Bid Adjustments

• Applied a -25% mobile bid adjustment based on observed data showing mobile conversions were substantially lower than desktop.

Ad Group Structure

Expanded the search campaign from 1 ad group to 4:

Ad Copy & Extensions

• Replaced the "Average" strength RSA with improved versions — added more headlines and descriptions to reach "Good" or "Excellent" strength.
• Removed 7 duplicate or weak sitelinks.
• Added 7 conversion-focused sitelinks.
• Upgraded callout extensions at the account level.
• Added a structured snippet extension.

Outstanding Blocker

The account remains restricted from running ads for high-intent local service terms (e.g., garage door repair) due to an incomplete Google Local Service Ads (LSA) verification. Generic and branded terms are allowed to run in the interim.

Next step: Sebastian to call Google Ads support directly — manual review requests have not resolved the issue. Phone support can identify the specific document mismatch causing repeated rejections.

See: ^[3]

Results Expected

With the new structure, correct bidding signals, and cleaned-up tracking, the account optimization score reached near 100. Meaningful performance data should begin accumulating once:

1. The LSA verification restriction is lifted.
2. Conversion tracking fires on real leads (demo bookings, form submissions).

Related

• ^[4]
• ^[2]
• ^[5]
• ^[6]